socialmedian: AM Inbox: Towering holiday layer cakes

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AM Inbox: Towering holiday layer cakes

Source: The Retail Email Blog

Nov 05, 2009

Summary

>>Smith-Harmon has joined forces with Responsys! Learn about our expanded capabilities.

The Retail Email Blog monitors the email marketing campaigns of more than 100 top online retailers. Here are highlights from my inbox this morning:

Lane Bryant, 11/4 — Email Exclusive: 30% Off Outerwear And Boots + $4.99 Shipping‏
During the holiday season there’s extra pressure to stuff your emails with lots of stacks of submessages. At Smith-Harmon we call this the layer-cake effect. Looking just at the body of this email, there’s a preview pane banner, the primary message and then five submessage banners—for a total of seven messages. While I love how scannable Lane Bryant’s submessage banners are, that’s a lot of messages. One way to combat the layer-cake effect is to use a gift services footer, which combines several messages into a single banner. For instance, their gift card, holiday shop and sweepstakes messages could have all be rolled into a single banner. For more on gift services footers, check out the Retail Email Guide to the Holiday Season.